ONLINE BUYING BEHAVIOR OF SPORTSWEAR PRODUCT: AN EXPLORATIVE STUDY AMONGST GENERATION Y

• Main Author: Azzahrah, Fatimah
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/78793
• Institution: Institut Teknologi Bandung

Indonesian starts to embrace sport as a part of lifestyle as the awareness of healthy lifestyle is increased. The young generation is the one that is the most anticipated with it, and they tend to choose an appropriate sportswear to be used. In 2014, sportswear posted current value growth of 9%. Generation Y or Millennial is the generation that are having an increasing purchase power compared to other generation. In order to understand about the Generation Y market that has a big potential in sportswear industry, an identification regarding consumer behavior is very necessary. The objective of this research is to understand about Generation Y online buying behavior and to explore the purchase decision process of Generation Y on online sportswear purchasing. The researcher has conducted survey through online questionnaire as a tool of data collection with the total of 200 respondents. The researcher found that the process of sportswear online buying is from the marketing stimuli that going through the intrinsic & extrinsic factor of an individual,that will influence the product selection and finally purchase a product. The post purchase activity such as reviewing and giving recommendation found to be negative from the result of this research. Based on the result of the study, the SMEs especially in sportswear industry need to be careful of the spreading of information regarding their product. The researcher also recommend for the future research can be develop the psychological aspect of the behavioral study more deeply.